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Add You - Packaging Experiences - Part I: The Assessment
As a business coach I work with a wide variety of people. My clients come from diverse backgrounds, have a multitude of talents, operate in a broad range of business models, and talk about their successes very differently. It is from these distinctions that powerful strategies are born.The reasons that professionals choose to work with a business coach stem from an assorted array of issues that include: a lack of happiness at work, a frustration in trying to motivate others, and a stru
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importance of experiential packaging and the applicatio
The onslaught of people who have recently started their own businesses attests to one thing: people like to be their own boss. This way, if they dislike the person they work for, they can actually do something about it. But, for the rest of us, those of us who are not entrepreneurs or trailblazers of a company, a boss just comes with the territory: having a boss in an office is as essential as having a cubicle.Some bosses are fun, they go to happy hours and pick up the tab. Other are n
So how do we go about the daunting task of packaging experiences? Job number one is taking an honest unbiased look at your brand offering to define the experience opportunity that makes the most sense. You will need to assess your brand and how it fares in each of the five core brand components (your brand should have at least one of these components):
- Transformation
- Optimism
- Individuality
- Involvement
- Adventure
Transformation
Transformation occurs when a brand takes you from one state of mind to another.
The health and beauty category is all about selling transformation (use our cream
and you will look years younger). Transformation brings a very positive, personal
and emotional feeling to a consumer. This in turn equates the brands value.
Optimism
This component of an experiential brand conveys the feeling of pure happiness
with a brand. They give the consumer a reason to smile and expect the best from it.
Optimism can be achieved by the point of view a brand may have. For instance,
every time you purchase brand X, money is donated to a charity. Maybe brand X
uses no chemicals and therefore makes you feel good about using it. Optimism is
the hope that is instilled in the consumer by a brand.
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offering.
Involvement
Brands that invite consumers to indulge in a sense of influencing and shaping the
brand experience are at the heart of involvement. Involvement is a more recent
trend in experiential packaging. One brand that became very successful by
concentrating on the involvement component is Jones Soda. By allowing the
consumer to create the labels for the sodas, the consumer became involved in
building the brand, similar to the way consumers were allowed to vote on the next
new color of M&Ms.
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importance of experiential packaging and the application
If you're anything at all like me, you weren't in need of constant reminders to pay all of the monthly bills. And don't we all know that there are plenty of them including credit cards, electricity, cable, water, rent, and car loan or I will simply forget all about them. I've attempted many ways to overcome my little absent-mindedness, including such things as posting notes to myself on my refrigerator so I see them each day, using a PDA to keep track of due dates, and declaring a specific da
Transformation
Transformation occurs when a brand takes you from one state of mind to another.
The health and beauty category is all about selling transformation (use our cream
and you will look years younger). Transformation brings a very positive, personal
and emotional feeling to a consumer. This in turn equates the brands value.
Optimism
This component of an experiential brand conveys the feeling of pure happiness
with a brand. They give the consumer a reason to smile and expect the best from it.
Optimism can be achieved by the point of view a brand may have. For instance,
every time you purchase brand X, money is donated to a charity. Maybe brand X
uses no chemicals and therefore makes you feel good about using it. Optimism is
the hope that is instilled in the consumer by a brand.
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offering.
Involvement
Brands that invite consumers to indulge in a sense of influencing and shaping the
brand experience are at the heart of involvement. Involvement is a more recent
trend in experiential packaging. One brand that became very successful by
concentrating on the involvement component is Jones Soda. By allowing the
consumer to create the labels for the sodas, the consumer became involved in
building the brand, similar to the way consumers were allowed to vote on the next
new color of M&Ms.
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importance of experiential packaging and the applicatio
I worked with a real estate company to help them increase sales and saw the “tortoise and the hare” fable come to life right before my eyes. One of the salespeople (the tortoise) was slow, not highly skilled, not a great communicator and she had a long commute to work, which cut into her flexibility. But she was steady, consistent, reliable, very enthusiastic and totally focused and committed to reaching her goals. Some of the other “hare” salespeople tended to be highly skilled and polished,
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offering.
Involvement
Brands that invite consumers to indulge in a sense of influencing and shaping the
brand experience are at the heart of involvement. Involvement is a more recent
trend in experiential packaging. One brand that became very successful by
concentrating on the involvement component is Jones Soda. By allowing the
consumer to create the labels for the sodas, the consumer became involved in
building the brand, similar to the way consumers were allowed to vote on the next
new color of M&Ms.
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importance of experiential packaging and the applicatio
Before you open the doors of your cleaning business you not only need equipment and supplies, you need a name for your business. The name of your company will be the first thing prospective clients see - whether that is in the phone book, on your company car, in an ad, or on a website. The name symbolizes what your cleaning business represents. So it is important to spend some time on choosing a name that not only fits your cleaning business, but also presents a positive image to customers
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importance of experiential packaging and the applicatio
Before any document is finalized, you need to let someone else take a look at it. I cannot stress enough the significance of this step! Letters, memos, reports, brochures, even important e-mails—any writing that will see the light of day— should be read by others before you send it off because:• Feedback sharpens your final product even though it may drive you crazy, take time, or make you feel like you’ve bared your soul to the world.• Feedback does not mean you have to
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importance of experiential packaging and the application of a brand across all of its touchpoints. Until then take a good honest look at your brand through the eyes of others, you may be surprised at what you find.
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